Looking to avoid backlash this New Year's Eve, Uber is broadcasting loud and clear that surge pricing will be in effect the night the ball drops. This means riders using the car service during certain hours of the night will have to pay premium fares.

"This New Year's Eve we'll have a record number of cars on the road ready to get you where you want to go," Uber writes in a blog post. "But, that doesn't change one simple fact: on NYE, everyone wants to move around the city at exactly the same time! You can avoid the peaks of surge pricing with good timing when you travel."

Uber's pricing throughout the night will change. Before 8 p.m., prices will be normal; after 8 p.m., the costs will gradually go up. The most expensive time of the night will be between 12:15 a.m. and 2:30 a.m., and by 3 a.m. the prices will drop back to normal.

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Dara Kerr is a staff reporter for CNET focused on the sharing economy and tech culture. She grew up in Colorado where she developed an affinity for collecting fool's gold and spirit animals.
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